Abstract：With the development of economic globalization and joining in the WTO (World Trade Organization), more and more overseas products swarm into China. Trademark, as the first impression of an enterprise to consumers, has been valued for its special functions in commercial communication. Trademark, to some extent, represents core values and enterprise spirits of an enterprise. Therefore, trademark translation is not just an exchange of languages but a commercial activity in the field of cross-culture communication. What is more, a successful translated trademark will not only help enterprise to expand overseas markets but also win the best reputation among consumers and even become intangible capital of an enterprise. This paper will explore the principles and techniques of English trademark translation by analyzing a series of practical cases. They are:1 Literal translation 2 transliteration 3 free translation 4 combination of transliteration and free transliteration 5 creative translation Through the study of it, we can better understand the ways of language using and cultural differences between English and Chinese. Moreover, we could comprehend the important functions of trademarks in economic activities and acquire some practical techniques of trademark translation.
Key Words: trademark, translation, principles, techniques
中文摘要：随着经济全球化的发展和中国加入世贸组织，越来越多的外国商品涌入中国市场。商标，作为消费者对一个企业的第一印象，因其在经济活动交流中的特殊作用而受到重视。商标，从某种程度上来说，代表了企业的核心价值和企业精神，因此商标翻译并不是单纯的语言文字上的转换，而是隶属于跨文化交流范畴的商业活动。通过对它的研究，能使我们更好的了解不同企业的企业精神，文化及其核心价值观。而成功的译文商标不仅能帮助企业更好地开拓海外市场，赢得消费者口碑，甚至更能成为一个企业的无形资本。本文将结合翻译实例探讨英文商标翻译中应具备的理论原则，以及经常使用的翻译技巧，包括1直译法、2音译法、3意译法、4音译，意译综合法、5创新法。通过对此学习，我们能更好地理解汉英双语在语言运用和文化上的差异，以及商标在经济活动中的重要作用，并掌握一些实际的商标翻译技巧。
关键词：商标，翻译，原则，技巧
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